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The Mobile Mindset
Ellen Deketele

howest.be
Friday 15 November 13
www.howest.be/english

Friday 15 November 13
Hello!

Friday 15 November 13
The Mobile Mindset
What is mobile?
devices to consume news?
How do we use mobile
a mobile experience?
How to create

Frida...
What is ‘mobile’ ?

Friday 15 November 13
Mobile computing
•

A generic term describing one’s ability to use
technology in mobile environments.

•

Taking a compute...
Mobile computing
•

A generic term describing one’s ability to use
technology in mobile environments.

•

Taking a compute...
Mobile devices
•

Laptops

•

PDA’s (= Personal Digital Assistant)

•

Smartphones

•

Tablets

•

Wearables (e.g. smartwa...
Mobile devices
•

Laptops

•

PDA’s (= Personal Digital Assistant)

•

Smartphones

•

Tablets

•

Wearables (e.g. smartwa...
Mobile devices
•

Laptops

•

PDA’s (= Personal Digital Assistant)

•

Smartphones

•

Tablets

•

Wearables (e.g. smartwa...
Mobile devices
•

Laptops

•

PDA’s (= Personal Digital Assistant)

•

Smartphones

•

Tablets

•

Wearables (e.g. smartwa...
Smartphones & tablets

Friday 15 November 13
Wearables

Friday 15 November 13
Mobile devices
•

Display screen with touch input and/or a
miniature keyboard

•

Many manufacturers

•

Operating System ...
The user
Digital device ownership:
•

laptop/desktop: 80%

•

smartphone: 51%

•

tablet: 20%

Friday 15 November 13
The user
Digital device ownership:
•

laptop/desktop: 80%

•

smartphone: 51%

•

tablet: 20%

Friday 15 November 13
The user
•

Multi-tasking

•

Central part of our daily live

•

Used everywhere

•

Staying fully connected

Friday 15 No...
The user
•

Multi-tasking

•

Central part of our daily live

•

Used everywhere

•

Staying fully connected

ave become s...
Last insights for mobile
•

9 of 10 phones sold are smartphones

•

Tablet shipment grew 400% in 2011

•

More mobile devi...
Last insights for mobile
•

App use is omnipresent

•

Mobile users are avid video watchers

•

They are frequent social n...
Last insights for mobile
•

App use is omnipresent

•

Mobile users are avid video watchers

•

They are frequent social n...
Mobile & News

Friday 15 November 13
Friday 15 November 13
I know, it’s a cliché ...

Friday 15 November 13
Mobile technology

54% of news consumers get news through at least one
digital web-based device
Friday 15 November 13
Desktop experience was built around search ...

Friday 15 November 13
Mobile & News
•

News is a substantial part of what people do
•
•
•

Desktop/laptop: 70%
Smartphone: 51%
Tablet: 56%

•

R...
News & Apps

Friday 15 November 13
Friday 15 November 13
Friday 15 November 13
Friday 15 November 13
Friday 15 November 13
Friday 15 November 13
Friday 15 November 13
Friday 15 November 13
Friday 15 November 13
Friday 15 November 13
The elements of the
mobile experience

Friday 15 November 13
Mobile user experience

Friday 15 November 13
Mobile user experience
’s perception and feelings before,
... encompasses the user
er their interaction with your mobile
d...
The elements
•

Functionality

•

Usability

•

Information Architecture

•

Trustworthiness

•

Content

•

Feedback

•

...
Functionality
This has to do with tools and features that enable
users to complete tasks and achieve their goals.

Friday ...
Functionality
This has to do with tools and features that enable
users to complete tasks and achieve their goals.

and pre...
Information Architecture
This has to do with arranging the functionality and
content into a logical structure to help user...
Information Architecture
This has to do with arranging the functionality and
content into a logical structure to help user...
Content
Content is the various type of material in different
formats, such as text, images and video, that provide
informa...
Content
Content is the various type of material in different
formats, such as text, images and video, that provide
informa...
Design
This has to do with the visual presentation and
interactive experience of mobile, including graphic
design, brandin...
Design
This has to do with the visual presentation and
interactive experience of mobile, including graphic
design, brandin...
User input
This has to do with the effort required to enter data,
which should be minimized on mobile devices and
not requ...
User input
This has to do with the effort required to enter data,
which should be minimized on mobile devices and
not requ...
Mobile context
A mobile device can be used at anytime, anywhere.
The mobile context is about the environment and
circumsta...
Mobile context
A mobile device can be used at anytime, anywhere.
The mobile context is about the environment and
circumsta...
Usability
This is the overall measure of how well the information
architecture, design, content and other elements work
to...
Usability
This is the overall measure of how well the information
architecture, design, content and other elements work
to...
Trustworthiness
This relates to the level of confidence, trust and
comfort that users feel when using a mobile website
or ...
Trustworthiness
This relates to the level of confidence, trust and
comfort that users feel when using a mobile website
or ...
Feedback
This has to do with the methods for attracting the
user’s attention and displaying important information.

Friday...
Feedback
This has to do with the methods for attracting the
user’s attention and displaying important information.

imize ...
Help
This relates to the options, products and services
that are available to assist the user in using the
website or app....
Help
This relates to the options, products and services
that are available to assist the user in using the
website or app....
Social
This relates to content and features that create a sense
of social participation, that enable user interaction and
...
Social
This relates to content and features that create a sense
of social participation, that enable user interaction and
...
Marketing
This has to do with the methods by which a user
finds a website or app and the factors that
encourage repeated u...
Marketing
This has to do with the methods by which a user
finds a website or app and the factors that
encourage repeated u...
The elements
•

Functionality

•

Usability

•

Information Architecture

•

Trustworthiness

•

Content

•

Feedback

•

...
The elements
•

Functionality

•

Usability

•

Information Architecture

•

Trustworthiness

•

Content

•

Feedback

•

...
Do it yourself

Friday 15 November 13
Workflow
•

Step 1: app definition statement

•

Step 2: define audience and user needs

•

Step 3: brainstorm mobile oppo...
Do it yourself

Friday 15 November 13
Do it yourself

“Create an app to consume news”

Friday 15 November 13
App Definition Statement

Define objectives; the app definition statement should
clearly express the problem or opportunit...
Define audience and user needs

Friday 15 November 13
Brainstorm mobile
opportunities

Friday 15 November 13
Storyboard

Friday 15 November 13
Paper prototyping

Friday 15 November 13
Thank you!
Ellen.Deketele@howest.be
@pixeldimensions
http://www.businessinsider.com
http://www.smashingmagazine.com
http:/...
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The mobile mindset

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Presentation and workshop for the International Journalism week of 2013 at the University of Sheffield, UK.

Published in: Education, Technology, Business
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Transcript of "The mobile mindset"

  1. 1. The Mobile Mindset Ellen Deketele howest.be Friday 15 November 13
  2. 2. www.howest.be/english Friday 15 November 13
  3. 3. Hello! Friday 15 November 13
  4. 4. The Mobile Mindset What is mobile? devices to consume news? How do we use mobile a mobile experience? How to create Friday 15 November 13
  5. 5. What is ‘mobile’ ? Friday 15 November 13
  6. 6. Mobile computing • A generic term describing one’s ability to use technology in mobile environments. • Taking a computer and all necessary files and software out into the field. Friday 15 November 13
  7. 7. Mobile computing • A generic term describing one’s ability to use technology in mobile environments. • Taking a computer and all necessary files and software out into the field. mobile device Friday 15 November 13
  8. 8. Mobile devices • Laptops • PDA’s (= Personal Digital Assistant) • Smartphones • Tablets • Wearables (e.g. smartwatches) Friday 15 November 13
  9. 9. Mobile devices • Laptops • PDA’s (= Personal Digital Assistant) • Smartphones • Tablets • Wearables (e.g. smartwatches) New technology! Friday 15 November 13
  10. 10. Mobile devices • Laptops • PDA’s (= Personal Digital Assistant) • Smartphones • Tablets • Wearables (e.g. smartwatches) New technology! Friday 15 November 13
  11. 11. Mobile devices • Laptops • PDA’s (= Personal Digital Assistant) • Smartphones • Tablets • Wearables (e.g. smartwatches) New technology! Friday 15 November 13
  12. 12. Smartphones & tablets Friday 15 November 13
  13. 13. Wearables Friday 15 November 13
  14. 14. Mobile devices • Display screen with touch input and/or a miniature keyboard • Many manufacturers • Operating System (OS) + various apps • Mostly equipped with wifi, bluetooth, GPS, ... Friday 15 November 13
  15. 15. The user Digital device ownership: • laptop/desktop: 80% • smartphone: 51% • tablet: 20% Friday 15 November 13
  16. 16. The user Digital device ownership: • laptop/desktop: 80% • smartphone: 51% • tablet: 20% Friday 15 November 13
  17. 17. The user • Multi-tasking • Central part of our daily live • Used everywhere • Staying fully connected Friday 15 November 13
  18. 18. The user • Multi-tasking • Central part of our daily live • Used everywhere • Staying fully connected ave become so important to Mobile devices h rather give up their TV consumers that 13% would than their mobile device. Friday 15 November 13
  19. 19. Last insights for mobile • 9 of 10 phones sold are smartphones • Tablet shipment grew 400% in 2011 • More mobile devices are activated each day than babies born • by 2013 more people will access the web through a mobile device than through a computer. Friday 15 November 13
  20. 20. Last insights for mobile • App use is omnipresent • Mobile users are avid video watchers • They are frequent social networkers Friday 15 November 13
  21. 21. Last insights for mobile • App use is omnipresent • Mobile users are avid video watchers • They are frequent social networkers Integrate mobile in your business plan! Friday 15 November 13
  22. 22. Mobile & News Friday 15 November 13
  23. 23. Friday 15 November 13
  24. 24. I know, it’s a cliché ... Friday 15 November 13
  25. 25. Mobile technology 54% of news consumers get news through at least one digital web-based device Friday 15 November 13
  26. 26. Desktop experience was built around search ... Friday 15 November 13
  27. 27. Mobile & News • News is a substantial part of what people do • • • Desktop/laptop: 70% Smartphone: 51% Tablet: 56% • Reputation or brand of a news organization • Just 9% follow news recommendations from social media • Different news behavior than desktop/laptop Friday 15 November 13
  28. 28. News & Apps Friday 15 November 13
  29. 29. Friday 15 November 13
  30. 30. Friday 15 November 13
  31. 31. Friday 15 November 13
  32. 32. Friday 15 November 13
  33. 33. Friday 15 November 13
  34. 34. Friday 15 November 13
  35. 35. Friday 15 November 13
  36. 36. Friday 15 November 13
  37. 37. Friday 15 November 13
  38. 38. The elements of the mobile experience Friday 15 November 13
  39. 39. Mobile user experience Friday 15 November 13
  40. 40. Mobile user experience ’s perception and feelings before, ... encompasses the user er their interaction with your mobile during and aft presence using a mobile device. Friday 15 November 13
  41. 41. The elements • Functionality • Usability • Information Architecture • Trustworthiness • Content • Feedback • Design • Help • User input • Social • Mobile context • Marketing Friday 15 November 13
  42. 42. Functionality This has to do with tools and features that enable users to complete tasks and achieve their goals. Friday 15 November 13
  43. 43. Functionality This has to do with tools and features that enable users to complete tasks and achieve their goals. and present core features Prioritize relevant mobile-only features Offer re relevant to the business Include features that a category Friday 15 November 13
  44. 44. Information Architecture This has to do with arranging the functionality and content into a logical structure to help users find information and complete tasks. Friday 15 November 13
  45. 45. Information Architecture This has to do with arranging the functionality and content into a logical structure to help users find information and complete tasks. features on the home page Present links to main with as few taps as possible Navigate Provide navigational cues stent and descriptive labels Use concise, clear, consi • • • • Friday 15 November 13
  46. 46. Content Content is the various type of material in different formats, such as text, images and video, that provide information to the user. Friday 15 November 13
  47. 47. Content Content is the various type of material in different formats, such as text, images and video, that provide information to the user. and balanced mix of content Present an appropriate en it supports the user’s tasks Use multimedia wh l over multimedia content Always give users the contro at content is mobile appropriate Ensure th • • • • Friday 15 November 13
  48. 48. Design This has to do with the visual presentation and interactive experience of mobile, including graphic design, branding and layout. Friday 15 November 13
  49. 49. Design This has to do with the visual presentation and interactive experience of mobile, including graphic design, branding and layout. ceablity and quick scanning Design for glan Maintain visual consistency Guide users and landscape orientation Consider portrait • • • • Friday 15 November 13
  50. 50. User input This has to do with the effort required to enter data, which should be minimized on mobile devices and not require the use of both hands. Friday 15 November 13
  51. 51. User input This has to do with the effort required to enter data, which should be minimized on mobile devices and not require the use of both hands. • • • • it input to essential fields Lim values wherever as possible Display default rnative input mechanisms Offer alte -completion, spellcheck, ... Consider offering auto Friday 15 November 13
  52. 52. Mobile context A mobile device can be used at anytime, anywhere. The mobile context is about the environment and circumstance of usage. Friday 15 November 13
  53. 53. Mobile context A mobile device can be used at anytime, anywhere. The mobile context is about the environment and circumstance of usage. and capabilities to anticipate Use device features nd support the user’s context a ntify where the user is and to Use location to ide t nearby content and offers display relevan Friday 15 November 13
  54. 54. Usability This is the overall measure of how well the information architecture, design, content and other elements work together to enable users to accomplish their goals. Friday 15 November 13
  55. 55. Usability This is the overall measure of how well the information architecture, design, content and other elements work together to enable users to accomplish their goals. r what can be selected, Make it clear to the use tapped or swiped ets are appropriately sized Ensure that touch targ spaced to avoid selection errors and well d patterns to reduce the Follow conventions an learning curve Friday 15 November 13
  56. 56. Trustworthiness This relates to the level of confidence, trust and comfort that users feel when using a mobile website or app. Privacy and security are the top 2 concerns among users. Friday 15 November 13
  57. 57. Trustworthiness This relates to the level of confidence, trust and comfort that users feel when using a mobile website or app. Privacy and security are the top 2 concerns among users. ersonal information without Do not collect or use p explicit permission of the user the rs to control their information Make it easy for use resent your business practices Clearly p Don’t break the user’s flow Friday 15 November 13
  58. 58. Feedback This has to do with the methods for attracting the user’s attention and displaying important information. Friday 15 November 13
  59. 59. Feedback This has to do with the methods for attracting the user’s attention and displaying important information. imize the number of alerts Min lear, explaining what caused Keep alerts brief and c and what the user can do. the alert e feedback and confirmation Provid Friday 15 November 13
  60. 60. Help This relates to the options, products and services that are available to assist the user in using the website or app. Friday 15 November 13
  61. 61. Help This relates to the options, products and services that are available to assist the user in using the website or app. Make it easy for users ultiple ways to get support Offer m introduction video or tutorial Present a quick Friday 15 November 13
  62. 62. Social This relates to content and features that create a sense of social participation, that enable user interaction and facilitate sharing on established social networks. Friday 15 November 13
  63. 63. Social This relates to content and features that create a sense of social participation, that enable user interaction and facilitate sharing on established social networks. presence on social networks Create and maintain a cial networking features Integrate so users to generate content Invite t can be shared and go viral Provide mobile offers tha Friday 15 November 13
  64. 64. Marketing This has to do with the methods by which a user finds a website or app and the factors that encourage repeated usage. Friday 15 November 13
  65. 65. Marketing This has to do with the methods by which a user finds a website or app and the factors that encourage repeated usage. ld include a link to view the Email campaigns shou a mobile friendly format message in n as many channels as possible Promote your app o (TV, radio, print, ...) rate and review the app or to Prompt the user to share it on social networks Friday 15 November 13
  66. 66. The elements • Functionality • Usability • Information Architecture • Trustworthiness • Content • Feedback • Design • Help • User input • Social • Mobile context • Marketing Friday 15 November 13
  67. 67. The elements • Functionality • Usability • Information Architecture • Trustworthiness • Content • Feedback • Design • Help • User input • Social • Mobile context • Marketing Friday 15 November 13
  68. 68. Do it yourself Friday 15 November 13
  69. 69. Workflow • Step 1: app definition statement • Step 2: define audience and user needs • Step 3: brainstorm mobile opportunities • Step 4: storyboard • Step 5: paper prototyping Friday 15 November 13
  70. 70. Do it yourself Friday 15 November 13
  71. 71. Do it yourself “Create an app to consume news” Friday 15 November 13
  72. 72. App Definition Statement Define objectives; the app definition statement should clearly express the problem or opportunity of the app. And it should make clear what a good solution would accomplish. “Making a list with good intentions is easy but often hard to accomplish. This app will help and support you to reach your goals.” Friday 15 November 13
  73. 73. Define audience and user needs Friday 15 November 13
  74. 74. Brainstorm mobile opportunities Friday 15 November 13
  75. 75. Storyboard Friday 15 November 13
  76. 76. Paper prototyping Friday 15 November 13
  77. 77. Thank you! Ellen.Deketele@howest.be @pixeldimensions http://www.businessinsider.com http://www.smashingmagazine.com http://stateofthemedia.org/ http://www.wikipedia.org/ http://www.thinkwithgoogle.org/ http://www.ofcom.org.uk/ http://www.newmediatrendwatch.com/ Friday 15 November 13
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